Ad Content & Boost Guidelines

These guidelines apply to any school running a paid General Ad campaign (an uploaded banner/creative) or a Boost campaign (elevating the school’s own real listing in search results) on Find My Nursery. They exist to keep paid promotion on the platform honest, safe and appropriate for a childcare directory that parents trust — and they form part of our Terms and Conditions.

1. Scope

These rules cover both General Ad campaigns and Boost campaigns. A Boost has no separate creative of its own — it elevates the school’s real, existing listing — so the content standards in sections 3–5 below apply to that listing itself, not just to a one-time ad. Boost-specific notes are called out separately in section 6.

2. How approval works

Campaigns go live automatically the moment payment clears — there is no manual pre-approval step holding up a school’s campaign or Boost. Every campaign is reviewed after it goes live rather than before, and anything found in breach of these rules is paused or pulled — see section 7, Enforcement.

3. Prohibited content — never allowed

False or unverifiable claims — claims that can’t be backed up or are simply untrue: fake awards, invented certifications, or “guaranteed” outcomes (e.g. “your child WILL get a spot at [top school]”).
Discriminatory content or targeting — any ad content or targeting based on a family or child’s race, religion, disability, income level, or any other protected characteristic.
Deceptive or scarcity tactics — fake urgency (e.g. “only 1 spot left!” when untrue), hidden fees not reflected in the real listed price, or anything designed to pressure a parent into a decision.
Attacks on competitors — negative or comparative claims naming or clearly identifying another specific school.
Unrelated data collection — an ad and its destination page may never collect a parent’s or child’s personal information beyond the platform’s own enquiry form.
Off-topic or adult content — adult content, weapons, illegal goods, or political material. Not expected on a childcare platform, but an automatic rejection if it ever appears.

4. Restricted content — allowed, but must be backed up

Health & safety claims — e.g. “COVID-safe,” “first-aid certified staff,” “hygienic facilities.” Fine to state if true, but you must be able to produce the real certificate or documentation if asked.
Pricing claims — must match the real, current price on the school’s own profile. No showing a lower price in the ad than what a parent will actually be quoted.
Awards, rankings or “best of” claims — e.g. “#1 nursery in [area],” “award-winning.” Only allowed for a real, sourced, verifiable award or ranking — never a self-declared superlative.
Photos or footage of real children — any ad or Boosted listing showing an identifiable child requires documented parental/guardian consent on file, and the child may never be named or made individually contactable through the ad.

5. Creative & accuracy standards

Real, accurate imagery — real photos of the actual premises and staff. Stock photography is only acceptable as generic background, never as the main/hero image implying it’s the real school.
Accurate location — the area/suburb shown in the ad must match the listing’s real registered location.
Genuine testimonials — any quoted parent review or testimonial must be real and attributable, not invented or paraphrased into a stronger claim.
Professional presentation — correct spelling, no ALL-CAPS shouting, no excessive punctuation or emoji spam.

6. Boost-specific notes

A Boost campaign has no separate creative for anyone to check — its “creative” is the school’s own live profile. This means sections 3–5 above are standards for the listing itself, not a one-time ad. If a listing already breaks these rules (for example, a fabricated award on its profile), an active Boost on it can be suspended directly.

7. Enforcement

First or minor violation — content is flagged, the school is told exactly which rule and why, and the campaign is paused until it’s fixed.
Serious or repeat violations — deliberate deception, discriminatory targeting, or misuse of a child’s image: the campaign or Boost is rejected outright and ad/Boost privileges are suspended. The school’s underlying subscription is not touched pending review.
Always documented — every enforcement action is logged with the specific rule cited. Nothing is ever a silent or unexplained takedown.

8. What these guidelines are based on

These guidelines are modelled on Meta’s Advertising Standards (the prohibited/restricted/creative-standards framework this document borrows its shape from), FTC guidance and COPPA on children’s personal information and parental consent (the basis for section 4’s photo-consent rule), and CARU (Children’s Advertising Review Unit) guidelines on making sure claims involving or aimed at children aren’t misleading or exploitative.

Questions about these guidelines, or think a listing or ad may be in breach? Contact us at admin@findmynursery.net.